Gallery: SN’s Top 10 private label promotions

Facebook photo contest

Brookshire Grocery Co., Tyler, Texas, asked its Facebook fans to post photos of how they use Brookshire’s store brands at home, on vacation or at an event. The winning photo was of an outdoor picnic with burgers and hot dogs along with store brand buns, potato salad, ketchup and mustard. The person who submitted it received 5,000 Brookshire’s “YourPoints.”

Interactive social media

CVS Caremark Corp., Woonsocket, R.I., used an interactive social media promo to promote its new Essence of Beauty heath and beauty care line. CVS gave shoppers a chance to win one of more than 100 prize packages by pairing personal tastes with the brand’s fragrance and body care products. Facebook users who “liked” the CVS page could enter the instant-win game by filling out a “beauty profile” multiple-choice questionnaire.

'Celebrity Apprentice' ice cream

Walgreens’ Good & DeLish private label had a starring role in the “All-Star Celebrity Apprentice” reality show when two contestants created new ice cream flavors. Two finalists — country musician Trace Adkins and magician/illusionist Penn Jillette — were announced during the first of two season finale episodes. Adkins’ created a “Maple Macadamia Mash-Up” flavor and Jillette invented the “Vanilla & Chocolate Magic Swirtle.”

Seven Wegmans meals

The meal development team at Wegmans Food Markets was asked to come up with seven pairs of store-brand entrees and side dishes that could each be baked at 350-degrees F. All seven meals were featured in the fall 2013 issue of Wegmans Menu magazine.

Free Whole Foods products

Whole Foods Market, Austin, Texas, celebrated the opening of its 365th store, in Port Chester, N.Y., by giving free 365 Everyday Value products to shoppers. The first 100 customers who made a purchase totaling $10 or more on Tuesday, Oct. 22, received free 365 Everyday Value products. Product giveaways were also facilitated via Twitter and Instagram.

Best Beef at Winn-Dixie

In support of its upgrade to store brand choice Angus beef, Winn-Dixie ran the “Best Beef in the Land” Instant Win Facebook Game and Sweepstakes. Shoppers who "liked" Winn-Dixie's Facebook page were shown six cuts of beef offered in Winn-Dixie stores: filet, New York strip, sirloin, flank, T-bone and rib-eye. Players could win prizes by “flipping” and “matching” three out of the six cuts of meat on a virtual Winn-Dixie grill.

SN chose the Top 10 private label promotion winners based on campaigns executed over the last year, on a variety of criteria, including originality; prize value; ability to generate consumer excitement about and engagement with the brand; web-centric capabilities; and ties to a cause-marketing platform. Winners are listed in alphabetical order.